With the growing trend of online advertising, most brands are shifting their marketing investments into online videos. They’re noticing great ROI thanks to two major factors: online promotional videos are cheaper to produce than TV commercials and the potential reach on an online audience keeps growing. So, if you are not doing it yet, you’re missing a huge opportunity.
Online Video Marketing, a Tool in the Era of Time: Understanding its impact during a Pandemic
Video marketing has become a powerful tool of customers’ acquisition: 64% of visitors are more likely to buy on a website after watching one of their videos, source: Hubspot.
With the growing traffic of video platforms and social media: YouTube, Instagram, Facebook and now Tik Tok, many companies have already understood how to take profit from those new communication channels. They invest largely in online content creation which make the happiness of content creators, influencers, and online video production companies.
As things happen faster and faster. Those who arrive late are missing a huge opportunity of growing their sales: a clear example right now, with covid19: restaurants that have not switched to online delivery, will not make any sales in the months to come. But those that did, are the most suitable to survive in the future.
In 2020, most of the population is confined at home. And what people are mostly doing? Watching their screens. While the entertainment industry such as cinemas and theaters are suffering. Meanwhile web platforms are thriving: 15% YouTube gaming, 10% Twitch viewership worldwide in March 2020, source: statista.com.
So, it totally makes sense to invest your marketing budget there.
But Where to Start? Getting your Own Online Video Ad
One thing we understood from the previous part is that more and more people are watching online content and therefore, consuming ad content through videos.
This means that more and more brands are going to upload their online ad videos.
But if you’re thinking that any promotional video will do, you’re wrong. Poor-quality video content will not work anymore, good strategies are required as it will be more and more difficult to stand out among the many.
That is why you need to put real thoughts in it and ask yourselves questions:
- What is the true purpose of producing an online promotional video for my brand?
- Is it for better branding? To reach out to my existing customers and re-boost sales? To acquire a new audience?
- What is my current audience in our social platforms? (Demographic Profile)
- Can I do it in-house or would it be best to outsource?
- Etc.
Even for small projects, it would be recommended to outsource, especially if it is not one of your core competencies. There are many boutique agencies that can adapt their rates depending on your budget and can create something that would be very valuable for your company.
Of course, dedicating a person in your team that has knowledge in online video content and can carefully study the different suppliers offering online promotional video is a best practice.
The best is to select a supplier that understands your business, your needs and your capabilities. Every business has different target audience, branding and values. A supplier that can resonate with those will definitely add value to your video idea and will be able to produce the quality content you need to get great return on investments.